Experiential marketing can be referred to as a type of marketing strategy that focuses on consumer engagement using their brand experiences.
Brand loyalty leads to the repeated purchase of products or services and holds an appropriate and positive attitude towards business. The success of e-commerce relies heavily on brand loyalty and it has been theorized as a “vital driver of post-purchase spectacles”.
‘Corporate social responsibility is a commitment that a business makes towards the betterment of the society at large’ (Uddin, M, et al 2008 ). Corporate social responsibility has received increasing importance in the past few decades (Abdolvand, M & Charsetad, P 2013, p. 273).
In face of the intense competition between numerous companies offering the same product, it is becoming increasingly difficult for companies to create a brand image that stands out its rivals in the minds of the customers.
A search for “reputation management” will yield over 77 million results on Google, fairly enough to grasp knowledge on the subject. The term refers to management of a company’s good image in the market. A favorable reputation means brand loyalty and new customers, leading to increased sales and revenues.
Fashion is a symbol of society and has continuously been influenced by historical, social, traditional, religious, political, economic, psychological and more recently technological changes (Welters and Lillethun, 2011).